Created by two Algerian engineers Noureddine Tayebi and Mehdi Yettou, the start-up, very popular in the Maghreb and which operates via a 100% Algerian application, stood out at the end of 2021 by raising 30 million dollars from American investors.

"It was a mission (for us) to create a model of success that is truly 100% Algerian, allowing us to rehabilitate local talent and show that we can create added value in Algeria," Ms. Tayebi, who divides his time between Algiers and California.

The two engineers had to arm themselves with patience to face the Algerian bureaucracy often decried as not conducive to business and regulations less favorable than elsewhere to start-ups when they started.

"Bureaucracy is one of the obstacles that must be overcome. I'm not saying it's easy, but you have to deal with it and move on," said Tayebi.

Since its launch, Yassir has generated more than 40,000 indirect jobs (drivers and deliverers) and recorded "an exponential increase of 20 to 40% of its monthly turnover", assures Mr. Tayebi.

A graduate of the Polytechnic School of Algiers, Mr. Tayebi was a research engineer at a large technology firm in Silicon Valley (United States), after a doctorate from the American University Stanford, when he left his comfort zone. to come and create in Algeria a taxi-to-order application.

She was baptized Yassir – pun between the words “easy” and “rolling” in Arabic – a find of the wife of Mr. Yettou, his partner.

Employees of the Yassir start-up, on February 23, 2022 in Algiers RYAD KRAMDI AFP

Launched in mid-2017 in Algiers, a megalopolis of 4 million inhabitants with a chronic lack of public transport, Yassir was already in Oran, Constantine and Annaba at the start of 2018.

"Very ambitious"

Today, it is present in 25 cities between Algeria, Morocco, Tunisia, Canada and France, claiming 4 million users.

The recently raised funds will be used in particular to "extend to other countries", according to Mr. Tayebi.

Noureddine Tayebi, co-founder of the start-up Yassir, on February 23, 2022 in Algiers RYAD KRAMDI AFP

Yassir has barely started in Senegal and plans to establish itself elsewhere in West Africa before the "big markets" in Africa (South Africa, Nigeria and Egypt).

Rapid development despite competition from other applications such as Uber or Heetch.

"We are very ambitious. The goal is to create the biggest technology company, not only in Africa but in the world. To reach it, you have to be in a lot of regional, continental and global markets", launches without complex Mr. Tayebi.

To grow, Yassir must also recruit hundreds of brains.

"Yassir is already the largest employer of computer engineers in the Maghreb - more than 600 - and we want to triple or even quadruple this figure," Tayebi said.

Beyond taxis on order, the group has diversified into meal delivery and online groceries with Yassir Express.

With headphones on, around thirty young people respond to the 6,000 daily requests received at the call center in Algiers.

"The average delivery time for a meal is 30 minutes," Wissem, director of the centre, told AFP.

Employees of the Yassir start-up, on February 23, 2022 in Algiers RYAD KRAMDI AFP

Today, the start-up is preparing to develop its own online payment services, a solution still in its infancy in Algeria.

For the moment, customers pay for their orders, upon receipt and in cash.

"Model Power"

"The majority of the Algerian and African population is not banked. Not because of the absence of a banking system which is there, but because people do not trust it", explains Mr. Tayebi.

"If we use our on-demand services well, we will end up having a large user base who will trust us. And that's where it's relevant to introduce payment services," he says. .

Preparation of an order in a warehouse of the delivery start-up Yassir, on February 23, 2022 in Algiers RYAD KRAMDI AFP

“It is the power of our model and what differentiates us from Uber mainly today”, adds Mr. Tayebi.

For this, Yassir must have an irreproachable brand image.

"There is a very rigorous process for choosing the drivers. We check their criminal record, their training, their education. There is even a psychological evaluation carried out to validate their candidacy," says Mr. Tayebi.

© 2022 AFP